Saturday, 11 February 2012

Don't give up on former customers

Former customers are a major source of sales left untapped by many companies,

Jim Dombrowski, an information products manager, was handed a list from his company's customer database labeled, "To be purged".  It listed more than 3,000 customers who hadn't bought anything in nearly two years.

But three years before, they had collectively spent $485.000.  Before deleting their names, Dombrowski had a team of telemarketers call them.

It turned out many on the list were once small customers who hadn't received any attention after their initial order but were now big companies

Within a few months, 378 of these placed orders totaling $87,000.

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